Campaign-level Audiences Transition Tool

Google Ads now supports Search and Shopping audiences at the campaign level. Using
audiences in the past required applying them to each ad group within the
campaign. The campaign-level audiences transition tool allows you to simplify
your account setup by scanning your audiences at the ad group level and
promoting eligible ones to the campaign level.

How it works

The script starts by reading configuration information from a Google
spreadsheet, as shown below:

It then processes the campaigns in the account. For each campaign processed,
the script starts by listing each ad group, and their target audiences.
It will then promote eligible audiences to the campaign level. The ad group
audiences are removed.

By default, all the ENABLED and PAUSED campaigns in your account are
processed. You can change this behaviour by labeling a subset of your
campaigns with a label and specifying it in the spreadsheet.

The script exports the new list of audiences into the Output tab of the
spreadsheet. It can also send you an email summarizing the changes made.

How are audiences identified for promotion?

The script can operate in two modes.

In the basic mode, an audience is considered for promotion if

It targets all the ad groups in a campaign

The bid modifier for the audience is the same for all ad groups within
that campaign

The ad group targeting settings ("Bid only" or "Target and bid") are the
same for all ad groups within that campaign

The audience is not marked as a negative at the campaign level

In the advanced mode, an audience is considered for promotion if

It targets one or more ad groups in a campaign

The audience is not marked as a negative at the campaign level

If there are any ad groups that have no audiences, the audiences will only
be promoted if the targeting settings are all "Bid only". This is to prevent
any unintended traffic drop in the ad groups without audiences before the
transition.

This behaviour is controlled by the Transition any audiences at the ad group level?
setting in the configuration spreadsheet.

"No" is basic mode

"Yes" is advanced mode

How is the bid modifier calculated for promoted audience?

In the **basic mode, **the bid modifier at the ad group level is also used at
the campaign level.

In advanced mode, you can choose the algorithm for calculating the bid
modifier for the promoted audience. The following choices are available:

Algorithm

Meaning

AVERAGE

Uses the average of bid modifiers for all the adgroups that this
audience targets.

WEIGHTED_SPEND_AVERAGE (Default)

Uses the weighted average by spend of bid modifiers for all the ad groups
that this audience targets. Last 30 days' stats are used. If there are no
stats for any of the ad groups, AVERAGE method is used.

WEIGHTED_IMPRESSION_AVERAGE

Uses the weighted average by impression of bid modifiers for all the
adgroups that this audience targets. Last 30 days' stats are used. If
there's no stats for any of the ad groups, AVERAGE method is
used.

Scheduling

Since this is a one-time tool, you may run this script on a one-off basis
to make the necessary changes. No scheduling is required.